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Birmingham’s Edgbaston Stadium has unveiled a new brand identity ahead of an exciting period that will see the legendary venue host many of cricket’s biggest fixtures, including the ICC Cricket World Cup, the Investec Ashes Series and the ICC Champions Trophy.

The new logo, which has been designed in partnership with Birmingham-based agency VIVA, has been themed on Edgbaston’s iconic e-shaped floodlights, with the new website for the venue ( also unveiled by Class Creative.

Gareth Roberts, Commercial Director at Warwickshire County Cricket Club, said:

The recent £32m redevelopment of our Pavilion End at Edgbaston was designed to ensure that the stadium would regularly host the world’s biggest cricket matches. With these fixtures awarded and fast approaching, it’s essential that we have a brand that our visitors can recognise, but also have supporting messages around the stadium which highlight what a special venue Edgbaston is.

We have ambitions to be the world’s leading cricket business and as part of our brand redevelopment we have unveiled our new performance pyramid, of passion, preparation and performance, which will help staff deliver a special experience to our visitors in attendance.

The new Edgbaston brand is clearly visible from the front of the stadium with a giant (10ft) illuminated ‘e’ installed by the venue’s official partner Dragon Signs. Inside the main reception, a timeline of Edgbaston and Warwickshire CCC history has been mounted on either side, with more moments in history displayed around the stadium.

Last summer’s hosting of the third Investec Ashes Test Match saw Edgbaston nominated for ‘Best Entertainment Experience’ at the upcoming BT Sport Industry Awards. Overall, the venue hosts 35 days of major match cricket over the next four years with Marketing Birmingham expecting this year’s fixtures to generate a £17.7m impact on the local economy.

Councillor John Clancy, Leader of Birmingham City Council, said:

Edgbaston is a key part of the sporting and cultural offer in Birmingham, helping to put our city firmly on the global sporting map. And thanks to major events like the ICC Champions Trophy and ICC Cricket World Cup, Edgbaston also continues to plays a big part in our visitor economy.

In 2016 Edgbaston will host the England cricket team in a Royal London One-Day International against Sri Lanka on 29 June and an Investec Test Match against Pakistan from 3 August. It will also host the marquee day in domestic cricket, with NatWest T20 Blast Finals Day on 20 August.

Edgbaston Brand lighting. Picture by Sam Bagnall

Edgbaston Brand lighting: The illuminated ‘e’ outside the ground. Picture by Sam Bagnall.

Main pic: Neil Snowball, Warwickshire County Cricket Club Chief Executive, Dougie Brown, Warwickshire County Cricket Club Director of Cricket, Henrik Court, Birmingham Chamber of Commerce Events & Marketing Director, Chris Woakes, Warwickshire CCC and England all-rounder (credit: Sam Bagnall)